PDF pending restoration
ERIC Number: ED166706
Record Type: RIE
Publication Date: 1977-Aug
Reference Count: 0
Teaching the Advertising Campaigns Course for Fun and Profit.
Schultz, Don E.; Block, Martin P.
At Michigan State University, a "hands on" approach to the advertising campaigns course has proven successful. The course is limited to 25 students who work in groups of five to develop and prepare an advertising campaign for a client who has agreed to provide information and funds for the course and who in return will get a plans book and recommendations from each of the groups. The teacher acts primarily as a consultant to each group, meeting with them separately throughout the course. A major problem was that the quarter system did not allow enough time to investigate and fully develop a campaign for the clients. It was decided to combine the advertising campaigns course and the advertising research course into a two-term sequence. This allowed students to develop a strong research base, to pretest creative approaches, to produce more creative campaigns, and to rehearse their presentations. The extended course also permitted better financing of the projects. This approach has worked well for the department, for students, and for the clients. (TJ)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (60th, Madison, Wisconsin, August 21-24, 1977)